Eicher innovative music video campaign developed in collaboration with Grapes Integrated

Eicher is celebrating its passion for Uptime, which is a commitment to put the truck back on the road on time. Grapes has conceptualized and executed this music video campaign for the Eicher brand. The overall campaign showcases the competence & collaboration of the technicians and other support services around the theme of UpTimeHaiTohOnTimeHai.  

Living in the current digital age, consumers now look for instant gratification and are getting accustomed to receiving goods and services instantly. The change in expectation can only be matched if our transportation industry is well equipped to deliver goods & services, from FMCG to durables & especially e-commerce, always on time. Hence, when a truck breakdown, life comes to a halt.    

The music video highlights the team moving to the Uptime Beat, in order to meet the commitment of on-time delivery of the truck. Owing to a strong network of 270+ certified uptime workshops with round-the-clock accessibility, the brand ensures the shortest service and repair time, ensuring the driver, the fleet owner and the customer do not have to worry about unnecessary delays.

The campaign is also made with the purpose to celebrate the effort of the uptime technicians, through a dedicated ‘Uptime Day’ and going forward Eicher will celebrate the day every year across its workshops with a renewal of its Uptime commitment.